Strategy & Direction

Outdoor Adventure

Charging waves, rocks, and pow around the world. So far? Mexico, Spain, Andorra, France, Chile, Argentina, Peru, and the USA.

About

Inspiring the everyday adventurer through powerful storytelling

Full stack marketer: (n.) a unicorn-like breed excelling at both strategy and production

Dani is a content director focusing every aspect of her work on the consumer experience. To create compelling brand stories, she considers how to approach online content, information design, and lead generation across all web, mobile, email, social, and digital media as part of a larger strategy.

Known for bringing to life beautiful cross-platform storytelling initiatives, she'll readily admit she's a bit of a process nerd that knows how to have fun. Whether freelancing with small clients or working on large team collaborations, she thrives in fast-paced environments where chaos brings forth her creativity.

She spent 2014/15 traveling through Peru, Argentina, and Chile (in her trusty Chilean Subaru) to live the biggest adventure of her life yet. Whether surfing in southern Chile, climbing in Argentinian Patagonia, freeriding in Chile, or learning about Andean culture in Peru, she learned a lot about the world and herself.

If the wildness of the outdoors inspires brands to create great products and people to embrace their inner adventurer, then the only part missing is the narrative. So let's craft it, because living inspired is the only way to live.

Mixing drinks, hosting BBQs, whipping up homemade tamales, you want to be at her next party

Endorsements

Sometimes people say nice things about Dani....

“Dani made the design, storyboard and style guide for our upcoming crowdfunding project to fund an all-accessible trail. For us it seemed an impossible task beforehand but in just two weeks Dani did it!”
Learn more about Alihuen here.

Working with Dani was fantastic…[she] has an amazing skill of interpreting the best way to communicate and show information to ALL types of audiences, however her main skill is being able to make the communication clear, to the point, and engaging. The [supportive group] feedback was [driven] by Dani’s direction, supporting ideas and documentation as well as her innovation and creative thinking….

So We’re On the Same Page Social content creation isn’t just writing a witty caption or selecting a sweet photo to accompany it; ideally, it’s the intersection of both those, plus an understanding of what makes your audience tick that makes great content. Without further ado, here are a few standouts…. (Hint: click the images[…]

Blending a content strategy and digital strategy role, I worked with Nike North America to ideate, launch, and measure impact of a Geography-wide learning initiative that leveled up the already-amazing work Nike Brand Managers undertake every day. The pieces shown here are indicative of my work as both a strategist and producer—showing how we executed[…]

2013 at Nike 2013 was a year full of action, and I was right in the middle of it as the Communications Lead on a $1B+ project at Nike that transformed all Nike sales tools, including replatforms, new app launches, and a gigantic transition to digital. The audience our team at Global Sales spoke to[…]

2015 was a big year: amongst travels, experiences, and adventures in South America, I officially because a freelancer (yet again). Partnering up with a Latvian consulting company who needed a UI Designer on a client’s site overhaul, I jumped in to audit existing site content, provide UI recommendations, and pull together concepts for the site’s[…]

With the deadline to launch an enterprise-shifting employee training initiative, Nike North America Brand Marketing Operations needed to find an online home for course enrollment and supporting materials. As a content and design lead on this project, I partnered with the Drupal development team that would implement the site additions. Soon though, I learned that simple[…]

#optoutside In support of REI’s #optoutside (Black Friday 2015) campaign, I posted a photo that Loreah Winlow had taken of our group of friends when rock climbing at Piedra Parada, Argentina. Add a few choice words, select Instagram hashtags, and the photo was history. It currently has over 14,000 likes and 90 comments. We had a[…]

This post originally was published on Medium in November 2015. ··· The Experiment Objective Find opportunities in Petzl’s marketing content Questions I Wanted To Answer Is it easy for Petzl to generate the content it needs to maintain an authentic brand voice? Does content have a framework to drive action, inspire results, and inform customers?[…]

Cynthia came to Chile to compete in a pair of Freeride World Tour qualifying events, but left with a branded athlete website. The goal? To help her get more sponsors and provide visibility to the riding she was doing around the world. Aggregating her social channels, building out her WordPress site, and corralling photo and[…]